The document discusses why mobile ads don't work as effectively as apps. It notes that people find mobile ads more intrusive than desktop ads. It also states that mobile screens are too small to have usable right margins like desktops, so ads appear in unexpected places. Additionally, many taps on mobile ads are inadvertent due to their small size. The document recommends that marketers create apps that add value to consumers rather than buying mobile ads. It provides examples of how apps can add convenience, offer unique value, provide social value, offer incentives, and entertain to engage users.

1. FOR MOBILE DEVICES
THINK APPS, NOT ADS.

2. WHY MOBILE ADS DON’T WORK?
1.PEOPLE DON’T LIKE THEM.
Surveys show that people find mobile ads
more intrusive than desktop ads, because mobile
is a more private venue. In fact, fully four
in five say that mobile ads are “unacceptable.”

3. 2.THERE IS NO RIGHT SIDE.
PC users are conditioned to find ads in
the right margin of the screen—
they appear that way on
Facebook and in Google
search results, for example.
But mobile screens are too
small to have a usable right margin,
so ads pop up in unexpected places.
WHY MOBILE ADS DON’T WORK?

4. 3.THE “FAT FINGER” EFFECT
Advertisers closely track how many users tap on an ad. But many of those taps are inadvertent,
because the ads are tiny—so it’s difficult to judge an ad’s effectiveness.
WHY MOBILE ADS DON’T WORK?

5. TYPES OF SMARTPHONE APPS
GAMES AND ENTERTAINMENT, WHICH ACCOUNTS FOR 42% TIME SPENT ON SMARTPHONES.

6. TYPES OF SMARTPHONE APPS
SOCIAL NETWORKS , WHICH ACCOUNTS
FOR 31% OF THE SMARTPHONE TIME.

7. TYPES OF SMARTPHONE APPS
UTILITIES INCLUDING MAPS,
CLOCKS, CALENDERS, CAMERAS ETC..

8. TYPES OF SMARTPHONE APPS
DISCOVRY SUCH AS APPS FOR
YELP, TRIPADVISOR ETC..

9. TYPES OF SMARTPHONE APPS
BRANDS SUCH AS NIKE AND REDBULL.

10. Instead of buying tiny banner advertisements, marketers should create apps that add value to
consumers’ lives and enhance long-term engagement with their brands. To do so, they need
to understand how and why users choose apps.
ADD CONVENIENCE
OFFER UNIQUE VALUE
PROVIDE SOCIAL VALUE
OFFER INCENTIVES
ENTERTAIN

11. 1.ADD CONVENIENCE
THOUGH SERVICES CAN ALSO BE PROVIDED
THROUGH THE WEBSITE BUT AN APP
PROVIDES CONVENIENCE TO THE USER.
SMARTPHONE APPS FUNCTION
MORE QUICKLY AND SMOOTHLY.

12. 2.OFFER UNIQUE VALUE
THERE ARE APPS THAT OFFER CUSTOMERS WITH ADDITIONAL FEATURES LIKE SCANNING A QR
CODE OR A BARCODE BY WHICH THEY CAN IDENTIFY A CERTAIN PRODUCT OR SERVICE AND USE
THE INFORMATION FOR AVAILING THE SERVICES.

13. 3.PROVIDE SOCIAL VALUE
SOCIAL GIFTING IS A CASE WHERE THREE FEATURES
COME TO PLAY AS GIFT CARDS , SOCIAL NETWORK,
ONLINE SHOPPING. COMPANIES CAN OFFER SUCH
GIFT CARDS TO CUSTOMERS THROUGH SOCIAL
NETWORKING SITES LIKE FACEBOOK OR WHATSAPP
FOR THEIR PROMOTION.

14. 4.OFFER INCENTIVES
COMPANIES CAN OFFER INCENTIVES TO THOSE WHO DOWNLOAD THEIR APP SUCH AS FREE
RECHARGE OR FREE TAXI RIDE. THIS WILL INCREASE THE CUSTOMER’S INTEREST IN THE
COMPANY’S APP.

15. 5.ENTERTAIN
SMARTPHONE USERS SPEND 42% OF THEIR TIME ON SMARTPHONES IN ENTERTAINMENT APPS
SUCH AS GAMING. SO COMPANIES CAN BUILD APPS THAT ENTERTAIN THE CUSTOMERS INSTEAD
OF ITS OWN BRAND’S APP. REDBULL EXACTLY DOES THE SAME.